Department of Health Education and Promotion, College of Health and Human Performance, East Carolina University, Greenville, North Carolina, USA
University of North Carolina Lineberger Comprehensive Cancer Center, Chapel Hill, North Carolina, USA.
Tob Control. 2019 Aug;28(e1):e52-e55. doi: 10.1136/tobaccocontrol-2018-054910. Epub 2019 Jun 4.
Globally, the tobacco industry is promoting heated tobacco products. These products may represent a strategy to promote dual use of tobacco products. One product, IQOS from Philip Morris International, is being proposed in the USA for marketing as a less harmful product. The visual design of tobacco products can influence consumers by implying product characteristics. Thus, we sought to test the impact of IQOS packaging designs on cognitive, affective and behavioural intention responses.
From existing IQOS packages used globally, we developed three IQOS packages that decreasingly linked the product to the Marlboro brand. In September to October 2018, we assigned participants randomly to one package in an online experiment. All participants (n=954) were US adults reporting current smoking and no colour blindness. The experiment used quota sampling to ensure diversity by gender, sexual orientation, race, ethnicity and education. Measures were informed by the Context of Consumption Framework. To assess differences in ratings, we conducted non-parametric Kruskal-Wallis tests with post hoc comparisons using Dunn's test.
We found significant differences in cognitive indicators including appeal (=6.87, p=0.03), uniqueness (=15.68, p<0.01), brand equity-quality (=122.35, p<0.01) and perceived safety compared with other tobacco products (=14.27, p<0.01). Participants rated packages similarly on affective and behavioural intention measures. All were rated low for talking to others about the product and high for interest in trying with a coupon.
Linking or separating IQOS products with a well-established cigarette brand changes how adult smokers respond to the product. Regulators should consider the visual design of packaging.
在全球范围内，烟草业正在推广加热不燃烧烟草产品。这些产品可能代表着一种促进同时使用烟草产品的策略。菲利普莫里斯国际公司的 IQOS 就是一种正在美国提议推广的产品，作为一种危害较小的产品推向市场。烟草产品的视觉设计可以通过暗示产品特征来影响消费者。因此，我们试图测试 IQOS 包装设计对认知、情感和行为意向反应的影响。
我们从全球现有的 IQOS 包装中开发了三种 IQOS 包装，这些包装逐渐减少了产品与万宝路品牌的联系。在 2018 年 9 月至 10 月期间，我们在一项在线实验中随机为参与者分配了一个包装。所有参与者（n=954）均为美国成年人，报告当前吸烟且无色盲。该实验采用配额抽样，通过性别、性取向、种族、民族和教育来确保多样性。测量方法是根据消费背景框架制定的。为了评估评分差异，我们进行了非参数 Kruskal-Wallis 检验，并使用 Dunn 检验进行事后比较。
我们发现，在认知指标方面存在显著差异，包括吸引力（=6.87，p=0.03）、独特性（=15.68，p<0.01）、品牌资产质量（=122.35，p<0.01）和与其他烟草产品相比的感知安全性（=14.27，p<0.01）。参与者对情感和行为意向测量的包装评价相似。所有包装在与他人谈论产品和有优惠券时尝试的兴趣方面的评分都较低。
将 IQOS 产品与知名卷烟品牌联系或分离会改变成年吸烟者对产品的反应。监管机构应考虑包装的视觉设计。
